Brand Management

Detailed course description

In a world where the consumer faces a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. While it is often possible to imitate manufacturing processes, the beliefs, attitudes and associations established in the consumer’s mind which represent the brand cannot simply be imitated. Therefore more and more firms and organizations of all types have realized that the brand associated with their products or services is one of the most valuable assets they own. Branding is a key course which provides you with deeper insights on two interrelated issues: consumer psychology and brand management. The concepts of branding taught in this class are relevant for any type of organization (public or private, large or small, etc.).

Learning Objectives

Brands are some of the most valuable assets companies own. The overall goal of the course is to analyze the brand management decisions that have to be made to build, measure, and manage a brand. Particular emphasis is put on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands. Upon completion of this course you should: have attained a thorough understanding of the consumer and of how consumers develop brand attitudes and behaviors, know the topics, techniques, and decision options in analyzing, planning and managing brands, be able to apply the acquired knowledge to make informed and more successful decisions in real-world branding problems.

This module will ensure that you will learn the tools and current best practices to be able to make more informed decisions with a higher probability of success.


Professor Dr. Langner has extensive practical and academic experience in the areas of brand and communications management. Currently, he is a professor of Marketing at Bergische Universität Wuppertal in Germany. Professor Dr. Tobias Langner was the recipient of the “Best lecture with more than 50 participants” teaching award at Bergische Universität Wuppertal in 2011. He has also received many notable scientific awards. He has published more than 80 articles in edited books and in journals, among others in Psychology and Marketing, the International Journal of Advertising, Advances in Consumer Research, the Journal of Product and Brand Management and the Journal of Business Research.


Fereshteh VAHIDI


+41 (0) 22 379 97 16




Strategic Marketing

GSEM University of Geneva

Boulevard du Pont d' Arve 40

CH-1211 Geneva 4